Casting Networks Inc posted an advert which states a desire to cast “proper working class people” for an upcoming project.

The casting call said footage promoting supermarket giants Morrisons is expected to be broadcast on social media channels.

But the advert sparked outrage after it was made clear that Liverpudlian actors would not be welcome.

The casting brief stated: “They should be proper working class people but not at all like the people from ‘Benefits Street’. They should NOT sound or look posh and we should skew towards northern accents. And nobody from Liverpool please.”

Glen Ward, CEO of Casting Network International, has since apologised, but said his company was only responsible for providing software.

He said: “On behalf of everyone at Casting Networks, I apologise unreservedly for the unverified posting that appeared recently on our public billboard for a Morrisons commercial.

“Casting Networks is a software service utilised by Casting Directors for posting jobs for actors. We are not the authors of these postings, nor are we an agency. The unfortunate views expressed in this instance are not what CNI stands for. We are a responsible organisation and we take a very dim view of this matter.”

The chief executive went on to say that the company’s software is “simply a portal for the exchange of information” and that it does not “scrutinize the content posted by accredited Casting Directors.”

Mr Ward added: “Upon being made aware of the content of this particular job posting, we immediately withdrew it from our site and alerted the Casting Director responsible so that they can inform their clients accordingly.

“Again, we apologise for the upset that this post has undoubtedly caused, and as someone who lived for many happy years among the magnificent people of Liverpool, I am personally disappointed in the most unfortunate sentiments that were expressed by the third parties. My colleagues in the UK and throughout our international organisation share these feelings of disappointment.”

A casting call which appeared on line asking for "working class" actors to appear in a Morrison advert specified that nobody from Liverpool need apply.

Earlier, Morrisons distanced itself from the offensive advert.

A spokesperson said it was investigating the matter and insisted Casting Networks Inc was not its advertising agency and the non-Scouse directive was not something it had requested to its own advertising agency.

The spokesperson told the ECHO: “We certainly have not given this instruction to our advertising agency and we are concerned how this has appeared on a third party casting website. We want to use people from across the UK in our advertising.”